Fallon to Bow New Tag for Title

Fallon shifts its focus from news makers to water-cooler talk in a new print effort for Time magazine that continues its red-frame motif but introduces a new tagline: “Join the conversation.”

Six print ads, the first of which breaks next week, again feature photos from the pages of Time. But now the images reflect what people are talking about in addition to current events. “It’s not just the news,” said Eileen Naughton, Time’s president. “It’s about the stuff of life.”

For example, one ad features a portrait of MTV darlings the Osbournes, with dad-rocker Ozzy’s face framed by the red box.